A new look at the Buyer Journey — as a consumption chain Job-to-be-Done

There are so many voices out there talking about customer experience and different ways to improve them that it’s easy to get lost in the…

There are so many voices out there talking about customer experience and different ways to improve them that it’s easy to get lost in the ever-changing sea of opinion. But fear not, because perhaps the only way to understand customer experience is by establishing an never-changing foundation from which you measure it. If the approach is a variable, your equation has no constants.

Let’s take the buyer’s journey. It seems as though the visual marketers still have strong foothold in this space. The sort of imagery, below, is considered to be a deliverable-quality output that a client can act upon. Yet, there is little meaningful data behind them, and far too many assumptions (take, for example, personas).

Gee, aren’t these pretty?

Often times, this imagery is merely a fresh overlay for tired, and useless “frameworks” such as LBGUPS. If you’ve never heard of that, count yourself lucky — and don’t bother googling it as you’ll be wasting your time.